Speaking up to save lives: The Refuge #dontcoveritup campaign
Simon RobertsonBBH
Summary
Refuge is one of the UK's largest domestic violence charities. This paper describes how, without a production of media budget, they used ingenuity, an understanding of the modern media landscape, and the power of creative content to start a conversation no-one wanted to have.
In 2012, Refuge was faced with a significant lack of funding but a desire to address the shocking consequences of ignorance about domestic violence among the teen audience. An audience that had no interest at all in hearing Refuge's message, and all of...